Win a JPMile a secondCASE STUDY

‘Win a JPMile a second’ ContestClient: American Express India

Partner: Jet Airways

Agency: Digiqom

Target Group:◦ 25-35 years old

◦ Senior Executives

◦ Living in 7 cities – Delhi, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad and Pune

Date: April 2 – May 11, 2013

Goal

Awareness building via social media buzz for the new Jet Airways and American Express co-branded card.

Promoting the benefits of the association for Jet Frequent Flyers and other Fans, on Jet Airways Facebook page who can enjoy exclusive privileges that are the hallmark of the American Express experience.

Contest

The contest by Jet Airways and American Express India enabled their Facebook fans to participate and win JPMiles under the contest.

The contest invited the participants to apply for the new Jet Airways American Express Platinum Credit Card. The participants were entitled to earn 250 - 1000 JPMiles for applying for the card through this contest. The JPMiles were credited into the participant's JetPrivilegeaccount on completion of the contact details verification call by American Express.

For winning the contest, the participants referred friends for the Card. The more the referrals, the more the participants chances of winning. At any point in the contest, the participant could check referral score and JPMiles tally on the 'My Account' page in the app.

All communication about the application was published on the Jet Airways Facebook page.

PropositionPromote the co-branded card through an online application that offers instant gratification and win a JPMile each second.

The application encourages Facebook Users (Jet Airways Facebook Fans) to participate in the contest, refer their friends, and win 86,400 JPMiles a day.

People participate in the contest and fill in a form to apply for the new Jet Airways American Express Platinum Card.

Discovery: Online + Facebook Ads

Contest Play

Referring a Friend

Buzz

USP

Win

Increased buzz around the Jet Airways and American Express co-branded Card in the online space.

Awareness about the exclusive privileges that are the hallmark of the American Express experience amongst the Jet Frequent Flyers and other fans on Jet Airways Facebook page.

Increase in ‘Likes’ and engagement on the Jet Airways Facebook page.

Card with pre-loaded points becomes an aspiration for the participant.

All participants in the app are prospective customers.